Dean Edwards

TV chef Dean Edwards

Devon-based Burts Chips is partnering with TV chef Dean Edwards to help shoppers create the ‘ultimate crisp sandwich’ this summer.

Running from June to September, the eight-week campaign will see Bristol-born Edwards create eight sarnies using flavours from the Burts core range – Sea Salt; Vintage Cheddar & Spring Onion; Thai Sweet Chilli; Sea Salt & Malt Vinegar; Devon Roast Beef; Sea Salt & Crushed Peppercorns; Spicy Chorizo; and Firecracker Lobster – along with a selection of ingredients sourced from the South West.

Two recipes will be pitted against one another each week, and social media users will be asked to vote for their favourite via a like, comment, retweet or tag.

The winner will be revealed in week seven of the promotion, supported by social and digital activity to raise brand awareness, particularly among men aged 35 and older. In the eighth and final week, one Burts fan will be chosen to receive a box of each of the eight core flavours.

“With the wide reach of this campaign to engage around two million social media followers, we’re expecting it to create quite a buzz and lots of debate around exactly what makes the ultimate crisp sandwich,” said Simon Knight, sales & marketing director.

Edwards, who will also blog about his involvement with Burts, added: “If you really want to enjoy a crisp sandwich, then do it right and let it be the ultimate crisp sandwich.

“I’m particularly excited about this partnership because both Burts and I are from the South West and we’re both passionate about big, bold flavours.”